Experience has shown the key to building a luxury brand is to provide consumers with an equally luxurious experience. So when Infiniti charged us with creating a platform to stimulate brand presence among African Americans during the launch of the new Q70L, we knew right away the solution was an experiential engagement.
Our strategic approach was to target key African American influencers with the most significant impact on brand opinions. We accomplished this by partnering with The Root and UrbanDaddy to sponsor a series of exclusive events celebrating the very influencers we were targeting. The platform came to life as an elaborate epicurean experience we curated to introduce the Infiniti brand to the audience and encourage consumer engagement. As further inducement, we teamed with celebrity chef Roblé Ali who created a sampling of decadent desserts that matched our luxury platform. The partnership has brought about tremendous success, with hundreds of influencers engaging with the Infiniti brand and year-over-year increases in market share among African American consumers.